A new marketing campaign titled "Assist-Obsessed" has been launched by Gainbridge, a financial services company. The initiative features Caitlin Clark, the WNBA’s 2024 Rookie of the Year, and focuses on creating a connection between her basketball prowess and Gainbridge's financial assistance. This campaign avoids the common pitfall of being overshadowed by the celebrity, instead leveraging Clark's fame strategically to highlight shared values. Through humor and relatable scenarios, the ad maintains viewer engagement while ensuring the brand remains prominent.

The "Assist-Obsessed" campaign was introduced this week, showcasing a unique alignment between Caitlin Clark and Gainbridge. On the court, Clark is known for setting up assists, leading the league in this category and drawing significant attention from fans. Off the court, Gainbridge positions itself as a provider of financial guidance, helping individuals plan their finances effectively. Bryan Judkins, executive creative director at Young & Laramore, explained that the idea behind the campaign was not just to focus on Clark but to emphasize the similarities between her skills and the brand's offerings.

This approach ensures that the message does not get lost in the glow of celebrity. Instead, it highlights a meaningful link between the two entities. The advertisements feature lighthearted moments such as Clark high-fiving empty air, making popcorn shots into fans' mouths, and cleaning up spilled drinks. These scenes are designed to be entertaining yet keep the brand in focus, avoiding the risk of viewers remembering only the star rather than the sponsor.

Raghu Hariharan, VP of marketing at Group 1001, noted that while riding the wave of celebrity can be easy, tying that fame to a product in a memorable way is more challenging. The Gainbridge campaign offers valuable lessons for marketers. First, it emphasizes finding genuine overlap between the celebrity and the brand rather than merely chasing reach. Second, it prioritizes entertainment over explanation, using humor to build familiarity without overwhelming the audience with technical details. Lastly, it uses the celebrity to humanize the brand, making it more accessible and relatable.

By launching "Assist-Obsessed" ahead of the Fever's season opener, Gainbridge capitalizes on the peak buzz surrounding Caitlin Clark. This strategic move reframes the brand identity, shifting it from solely offering annuities to embodying help, support, and teamwork. In an industry where trust is hard-earned and differentiation is difficult, this campaign marks a promising start for Gainbridge. It successfully leverages celebrity influence while maintaining a strong brand presence, demonstrating how effective marketing can enhance both awareness and perception.